If you’ve ever found yourself on the hunt for something stylish, affordable and versatile to wear to a big event, or even just a Saturday night out with the girls, chances are you’ve had a browse on Esther & Co. What began in 2004 as a standalone retail store in Hobart, has grown exponentially into the online emporium we know and love today, with its sophisticated offering of day- and evening-wear, as well as bridal and a gorgeous selection of accessories. We chatted with founder Talita Estelle about all things Esther – from the brand’s inception, to a day in the life of its fearless leader.
You opened your first bricks and mortar store at just 18, an AMAZING achievement! Tell us about the process.
Thank you so much, the whole journey has been incredible!
I always knew I wanted to start my own business. Before opening, I researched for about 6 months and took lots of trips to Sydney (from my hometown in Hobart), so I could view collections and handpick dresses I knew my future customer would love. I opened the doors to Esther is 2004 and worked there full time with two casual staff, fours years later I opened my second retail store and then began to grow and focus on the online side of the business (www.esther.com.au). We now have over 25 staff and a full warehouse, so it’s been an amazing adventure!
What inspired you to go out and start a business at such a young age? Were you always interested in fashion?
My parents have always been very business orientated and I always had a huge interest in fashion, so it made sense to go out on my own. I noticed a gap in the market for affordable, beautiful pieces and that’s really what drove me to start Esther.
What does a regular day in the life of Talita look like?
I usually wake up and check CNN to see what’s going on across the globe, I then jump onto my emails and check socials before feeding my two babies, Bobbi and Poppi – my frenchies. Then I’ll head over to our office in Surry Hills for a day full of Esther goodness. I love to take a break and have lunch outside to soak up some sunshine then I take the dogs for a walk in the park. Afternoons are usually full of appointments and meetings and then it’s home time, or out to a sneaky event in the city!
For those unfamiliar with Esther & Co,. can you describe the brand?
The Esther hub is bursting with our own exclusive range of clothes, including our Esther Luxe range; a gorgeous bridal and formal collection, as well as some of our favourite other labels that we hand-pick for our amazing customers.
Inspired by simplistic elegance with a modern flair for the girl who loves to live a luxe, social life, we wanted to create something that was more than just an online store. A diverse gang of clever, smart, driven females who share their love for beautiful things and doing beautiful things in the world.
Tell us about the average Esther Girl.
The average Esther girl is bold and adventurous, she likes to get dressed up and let her hair down, she’s elegant and always fights for the good of others.
Do you have any favourite ranges or pieces from Esther?
It changes so often as we have new pieces coming in all the time, however, my absolute favourite would be the Vignette dress, I have it in seven colours!
What trends are you forecasting for 2019?
On a global scale, I think we’re going to see lots of really interesting pieces that will be influenced by technology. There’s more and more wearable technology these days, so it makes sense to eventually filter that into fashion!
At Esther, we’ll be looking at including lots of beautiful pastels, as these will also be really big in 2019. Animal prints are also going to be trending again too!
A lot of retailers these days are doing the reverse of what you’ve done by launching e-commerce first, then opening physical stores. Do you think this is viable in the current fashion retail landscape?
I think anything is viable if you’re willing to really put in the effort, for me, nothing beats being online and available to a global audience. It is however really important to keep a strong connection with your audience, this can often get lost in the online space. We do this through our work with charities, socials and having a dedicated customer service team to ensure our customers are always our number one priority.
Pop-up stores are becoming increasingly popular for online retailers who are wanting to have a physical space but don’t want to be tied down with leases.
What piece of advice do you have for young entrepreneurs like yourself?
You need to be passionate about the idea you’re pursuing, completely committed and willing to sacrifice.
If you have the passion, go for it! It’s always hard getting a business off the ground, whether it’s e-commerce or not, so you really need a deep seeded passion to drive it. Also, don’t forget the power of social media. Work on building a space outside of your website that pulls your audience together and creates a hub for you to interact in a meaningful way.
You can shop Esther & Co. 24/7 at esther.com.au.
